Planning your 2026 Marketing Budget: What’s Changed Since The January 2025 Guide

The marketing industry continues to evolve heading in 2026. View the key trends impacting 2026 marketing plans and budgeting processes.

Back in January 2025, we shared the benchmark: allocating 7–8% of annual revenue to marketing was a smart and reliable starting point for most B2B companies. As the marketing industry continues to evolve heading into 2026 that advice still holds. Savage has mapped out the most recent trends and tips you’ll need to keep in mind as you plan your budget strategy heading into 2026.

What’s Changed in Industry Benchmarks?

Since our last post, new reports and surveys have come out that deepen our understanding:

• In 2024, marketing budgets averaged about 7.7% of revenue, down from previous years but showing signs of recovery. [1]
• Looking ahead to 2026, many companies are planning increases, with some sectors moving toward 9–10% of revenue. [2]
• Forrester’s latest budget planning guide reveals that 83% of B2B marketing decision makers plan to increase their investment next year. [3]
• Industry norms have widened: Some verticals, like technology and software, may now require 11–15% of revenue, while manufacturing could stay closer to 5–7%. [4]

We are seeing more momentum for budget growth, especially among B2B marketers looking to stay competitive in digital channels and invest in new marketing technology.

Key Trends Impacting 2026 Marketing Plans

What’s prompting these changes?

• Digital transformation remains front and center, with more than half (56%) of budgets now going toward digital channels (and more for tech-focused companies). [1]
• Experimentation is rising. We now recommend earmarking 15–20% of your marketing budget specifically for testing new channels and technologies. [5]
• AI-driven tools and automation will require greater spend to enable better personalization and improved ROI.
• Marketers are also investing more than ever in analytics, measurement, and data-driven decision-making. [5]

The Updated Step-by-Step 2026 Budgeting Process

Here’s how our recommendations have evolved for the coming year:

1. Start with a baseline of 7–8% of revenue for B2B firms.
2. Check your sector’s spend: tech may need 11–15%, manufacturing 5–7%.
3. Set aside 15–20% of your total marketing budget for testing and piloting new tactics.
4. Build quarterly flexibility. Plan to review and reallocate budget based on performance.
5. Double down on analytics and measurement to stay agile and optimize for ROI.

Must-Include Budget Categories for 2026

Since our last post, some budget categories are growing in importance:

• Digital marketing
• Paid advertising
• Content production
• Website optimization
• Public relations & events
• Analytics & research
• Creative & branding
• Software & tools
• Staff & agency fees

2026 Takeaway: The Benchmark Is a Starting Point, Not an Endpoint

Our January 2025 advice still stands: 7–8% B2B guideline remains solid, but agility is key. Factor in your sector, growth ambitions, and set aside a portion for trying new approaches. With economic and digital changes accelerating, building flexibility into your marketing budget is now more critical than ever.

Keeping your plan adaptable and focused on what drives ROI will put your business in the best position to succeed in 2026.

1. https://www.linkedin.com/pulse/per-gartner-cmo-spend-strategy-survey-2024-do-more-less-campbell-e9c0e/
2. https://cmosurvey.org/wp-content/uploads/2025/03/The_CMO_Survey-Highlights_and_Insights_Report-2025.pdf
3. https://www.forrester.com/blogs/b2b-marketing-budgets-2026-markets-are-volatile-but-planning-neednt-be/
4. https://www.etropo.com/blog/marketing-budgeting/average-marketing-budget-by-industry?utm_source=chatgpt.com
5. https://www.forrester.com/blogs/success-in-2026-budget-planning/?utm_source=chatgpt.com